8 Email Marketing Tips For Architects

8 Email Marketing Tips For Architects

Email marketing can be incredibly effective when done right.

Yet architects rarely use it which means that they are likely leaving a lot of money on the table. 

That’s why today we are going to share eight email marketing tips that can help architects grow their businesses!

Design a Value Ladder Sales Funnel for Your Business

The purpose of email marketing is to help you sell products and services which is why it’s so important to think about it in the context of your overall sales funnel. 

And we believe that the most effective way to sell anything online is the Value Ladder sales funnel.

It was created by our co-founder Russell Brunson who then used it to take ClickFunnels from zero to $10M+ in annual revenue in just one year (it’s at $100M+ now!). 

This sales funnel has four stages:

  • Bait – You offer the potential customer your lead magnet in exchange for their email address. This is the lead generation funnel we’ll discuss later.
  • Frontend – You offer the potential customer your least expensive and least valuable product or service. 
  • Middle – You offer the customer a more expensive and valuable product or service. 
  • Backend – You offer the customer your most expensive and most valuable product or service. 

Ideally, you also offer a continuity program of some sort, meaning, a subscription product that generates recurring revenue. 

We also recommend adding downsells, upsells, and cross sells to these core offers in order to maximize your revenue. 

Design a Value Ladder Sales Funnel For Your Business

The reason why this sales funnel works so well is that it allows you to:

  1. Start the relationship with that person by offering free value
  2. Nurture that relationship by continuing to provide free value via email
  3. Build trust by providing progressively more paid value at each stage

Here’s how Russell explains it:

We recommend designing your Value Ladder sales funnel first.

You can start with just the lead magnet and a frontend offer and then build out the rest of the funnel later.

What matters is that you figure out the big picture before you start working on email marketing. 

Email Marketing Tip #1: Choose the Right Software

You will need email marketing software. But there are so many options out there. Which one should you choose?

We believe ClickFunnels 2.0 is the right choice here because it offers everything you need to start, grow, and monetize your email list.

Moreover, our software includes a library of high-converting sales funnel templates, a visual funnel builder, and a visual page builder.

There’s also a customer relationship management (CRM) functionality that can help you streamline your sales process. 

This means that you can use our software for building your sales funnel AND for email marketing AND for managing clients. 

So why pay for three separate apps when you can do everything with just one?

What’s best is that there’s a free trial so you can check out ClickFunnels 2.0 for yourself without having to pay a single cent!

Start Your Free Trial Today!

Email Marketing Tip #2: Build a Lead Generation Funnel

Okay, you have the software, but how do you build an email list?

The best way to do that is a lead generation funnel – the Bait stage of the Value Ladder:

  1. Create a lead magnet
  2. Create a landing page for that lead magnet
  3. Drive traffic to that landing page

Create a Lead Magnet

A lead magnet is a freebie that you offer to potential customers in exchange for their email address.

It can be anything that they can either download to their device or access online:

  • An ebook
  • A video masterclass
  • A video course
  • An email course
  • An app

…etc.

What matters is that your lead magnet offers an effective solution to a problem that your potential customers are struggling with.

Ideally, that problem should either be the same problem or related to the problem that your frontend offer addresses.

For architects, you might want to consider offering a digital brochure with your previous work, ideally complete with client testimonials.

Create a Landing Page for That Lead Magnet

A landing page is a type of web page that is designed around a single conversion goal.

In this case, the goal should be persuading the potential customer to give you their email address. 

We recommend using one of our proven, high-converting squeeze page templates that you can find in the ClickFunnels 2.0 template library. 

Start Your Free Trial Today!

Drive Traffic to That Landing Page

Once you have your lead magnet landing page set up, it’s time to start driving to it with paid ads. 

All major social media platforms allow you to run ads on them:

  • Facebook
  • Instagram
  • Twitter
  • YouTube
  • TikTok

We recommend analyzing the demographic traits that your clients tend to have in common and then using them in your ad targeting. 

Set up an ad campaign with a small daily budget, then start running ads and see what happens.

You might need to tweak your offer, messaging, or targeting to get to the point where the ad campaign is profitable. That’s completely normal!

Also, don’t scale your campaign until you figure out how to run ads profitably – you want to make sure that it works before you start pouring money into it. 

Start with the social media platform that makes the most sense given your target audience and then expands to other platforms. 

It might seem weird to advertise your free offer, but it’s the fastest way to grow your email list!

Email Marketing Tip #3: Create an Automated Welcome Sequence

We don’t recommend hitting the new email subscriber with a sales pitch the moment you have their email address.

Send them this welcome sequence instead:

  • Email #1: Who Are You? – Introduce yourself to your new subscriber
  • Email #2: Where Did You Come From? – Share your origin story – how did you become an architect?
  • Email #3: What Do You Do? Explain in more detail what it is that you do
  • Email #4: How Did You Gain This Expertise? – Mention relevant education, credentials, and accomplishments
  • Email #5: Who Do You Do This For? – Explain who are your dream clients and share a relevant case study
  • Email #6: How Can You Do It For Me? – Pitch a free consultation with you

Once you get the new subscriber on a call, then you can pitch your services to them.

Email Marketing Tip #4: Create Automated Email Workflows

Automated email workflows are automated email sequences that include behavioral triggers – they allow you to personalize the content based on the subscriber’s behavior.

Say, once new subscribers go through the aforementioned email sequence, sending everyone the exact same emails is a bad idea. Why?

Because you need to tailor your approach depending on whether that particular subscriber booked a free consultation with you. Otherwise, you risk looking stupid!

Fortunately, ClickFunnels 2.0 allows you to create automated email workflows like that, so it shouldn’t be a problem!

Create Automated Email Workflows

Start Your Free Trial Today!

Email Marketing Tip #5: Understand the Importance of Subject Lines

The most important part of any email is its subject line. Why?

Because the subject line determines whether the subscriber will open the email or not. And they can’t read it if they don’t open it!

You must remember that your email will likely be just one of many new emails that this person received that day, so you need to make sure that its subject line catches their attention. 

There are several approaches to writing compelling subject lines:

  • Informational subject lines – that simply state what the email is about
  • Benefit-driven subject lines – that emphasize the #1 benefit of reading that email. How it will make the subscriber’s life better?
  • Pattern-interrupt subject lines – that are so wacko that they make the subscriber do a double-take and open the email just to see what it’s all about

Your email subject lines should be congruent with your brand image.

Say, architecture firms that portray a corporate image should use a corporate tone in their subject lines.

Meanwhile, architecture firms that portray a hip and creative image should use a hip and creative tone in their subject lines.

Email Marketing Tip #6: Add Social Proof

Social proof is a psychological principle that says that when people are unsure of what to do, they look at what others do in order to determine the best course of action.

In the business context, this means that when potential customers are unsure of what to do, they look for indications that other people trust you.

There are two types of social proof:

  • Direct social proof – that relates to the product or service that you are selling such as customer testimonials or customer case studies.
  • Indirect social proof – that relates to either you as a person if your business is a personal brand or your company if your business is a company brand. It includes relevant education, credentials, media mentions, awards, accomplishments, etc. 

You want to include as much social proof in your emails as you can because it will help you build trust with your subscribers. 

Email Marketing Tip #7: End Your Emails With a Call to Action

Every email that you send to your subscribers needs to have a clear purpose. What is the desired outcome?

You should end every email with a clear call to action – tell your subscribers what you want them to do next. 

This will depend on your sales funnel structure but for architecture services it probably makes the most sense to encourage the subscriber to book a free consultation with you.

Email Marketing Tip #8: Don’t Forget to Regularly Prune Your Email List!

A common misconception about email marketing is that the goal is to build a huge email list. But the number of email subscribers is a vanity metric in and of itself!

What matters is building an email list that consists of your dream customers – whatever that means to you.

Having subscribers who aren’t a match for the services that you are offering is something that you want to avoid as much as possible:

  • It costs you money
  • It distorts your email marketing statistics
  • It can damage the deliverability of your emails

That’s why it’s so important to regularly prune inactive email subscribers from your email list. 

You can do that by segmenting people that haven’t opened a single email for the last three months, sending them an email asking them if they want to remain on your email list, and then deleting everyone who doesn’t open it or doesn’t respond. 

Do this at least once a year to make sure that you don’t accumulate tons of inactive email subscribers. 

Want to Learn How to Write Emails That Convert?

Copywriting is what makes or breaks email marketing. 

But how can you write copy that converts if you don’t have any previous copywriting experience?

Our friend Jim Edwards wrote a book called “Copywriting Secrets” where he shares everything that you need to know to get started.  

If you apply his advice correctly, you should see immediate results, which is what matters the most when you are trying to get a new business off the ground or grow an existing one. 

So don’t hesitate and get a free copy of “Copywriting Secrets” today!

Get “Copywriting Secrets” for FREE!

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